Wendy's wants to test a price that fluctuates depending on demand for one of its dishes. The American burger brand is considering launching in 2025.
The dynamic pricing is called a "very bad idea" and risky by experts. The best option would instead be to encourage customers to come during quieter periods by offering them discounts, according to the National Restaurant Association (NRA) The crucial element is determining “demand elasticity”, says Purvi Shah, lecturer at the Worcester Polytechnic Institute (WPI)